Blog Feed Post

European Software Industry facing fundamental challenges as ISVs face new buyer types

[London, 27 March 2014] Independent software vendors (ISVs) face a wide-open market with great opportunities, but will need to focus to get the best rewards in the longer term. Discussions at the European ISV Convention staged in London this week recognised the rapid changes in the independent software business, but it was the nature of the change that most experts were concerned about. Rob Craft, senior director of enterprise cloud at Microsoft said that the transition to cloud was not so much a toggle as a slider. HP's cloud portfolio director Hans Van Breda also said that it was an innovation journey. It was when the discussion tried to pin down how far along the slider the industry was, that things became less certain. Rob Craft thought it was 50% of the way, but this was based on the enterprise nature of the business. SMBs will take while longer. And there is a strong role for the channel, all parties agreed. But it could be a very different channel. "End customers focus on outcomes; not hardware/software" so the channel becomes more like a consultancy says Ingram Micro's Advanced Division director Jason Beal.

The European ISV Convention 2014 at the London Lancaster on March 26 heard experts from HP, IBM, Interoute, Microsoft and Oracle set out their ideas to more than a hundred leading ISVs from across Europe. The keynote from Mark Paine of Gartner talked of the nexus of forces - mobility, big data, cloud -combing to force new ways of thinking…. and marketing. Customers need to know who you are and how to find you, he suggested. And this means suppliers such as ISVs need to look beyond the product, re-evaluating routes to market. A key test for any supplier on this differentiation - can an ISV replace its sales messaging with that of a competitor? If this still works, the ISV needs to change and get more focus in its message.

With individuals and whole sections within enterprises bypassing traditional IT departments, ISVs have to work out how to engage with these new buyers, Mark Paine said. The new buyers are tech-savvy, connected, but not from any particular department, and outcome-driven. This means, the Gartner expert told the Convention, that analytics systems bought outside traditional IT models is a real growth point; the new buyers seek rapid innovation and outcomes. Another part of the nexus may not be so obvious in its attraction to ISVs. Big data is non-consumable for most business users, the Convention was told. Customers actually want developers to make big data small - then can tap insights, said BI specialist Jaspersoft. Oracle's VP Sales for ISV/OEM Laurent Zelmanowicz pointed out the huge growth in the Internet of Things, and the wall of data that all sorts of devices, from boats to consumer goods were going to be generating. It is a question of capacity, he said, and the management of these quantities of data. Interoute's CTO Matthew Finnie pointed out that there was still a need to build customer confidence after an era in which the IT industry had supplied solutions that didn't deliver against expectations.

Lauri Saft, director of the IBM Watson cognitive computing partner program was busy after her presentation now that IBM has opened up this powerful tool for development. She said "yes, you can buy a Watson", but a revenue share model also shows how it works for developers and ISVs. The IBM Watson organisation, which offers this cognitive analytics package, is scaling fast and now with 700 employees, will grow internationally to over 2000 people. It was clear how Watson can benefit ISVs, she said - early movers have been able to leap-frog competition. The Watson program was now engaged in bringing all parts of its channel together - app and content developers plus those with the talent to recognise where Watson can be applied. "IBM Watson gets smarter with every bit of data and every interaction," she concluded, saying it had had 1800 applications in a month on how it can be put to use.

Earlier the debate livened up when the issue of measuring outcomes for customers was raised. The idea of profit sharing had been considered by some people, but was viewed as too hard to control once marketing effort and the like were considered.

About IT Europa
IT Europa is the leading provider of strategic business intelligence, news and analysis on the European IT marketplace and the primary channels that serve it. The company publishes European channel publications such as the IT Europa Newsletter, markets a range of database reports and organises European conferences and events for the IT and Telecoms sectors. For further details visit: www.iteuropa.com

For further information contact:
Alan Norman
Tel: +44 (0) 1895 454 604
Email: [email protected]

Source: RealWire

Read the original blog entry...

More Stories By RealWire News Distribution

RealWire is a global news release distribution service specialising in the online media. The RealWire approach focuses on delivering relevant content to the receivers of our client's news releases. As we know that it is only through delivering relevance, that influence can ever be achieved.

Latest Stories
@ThingsExpo has been named the Top 5 Most Influential M2M Brand by Onalytica in the ‘Machine to Machine: Top 100 Influencers and Brands.' Onalytica analyzed the online debate on M2M by looking at over 85,000 tweets to provide the most influential individuals and brands that drive the discussion. According to Onalytica the "analysis showed a very engaged community with a lot of interactive tweets. The M2M discussion seems to be more fragmented and driven by some of the major brands present in the...
Traditional on-premises data centers have long been the domain of modern data platforms like Apache Hadoop, meaning companies who build their business on public cloud were challenged to run Big Data processing and analytics at scale. But recent advancements in Hadoop performance, security, and most importantly cloud-native integrations, are giving organizations the ability to truly gain value from all their data. In his session at 19th Cloud Expo, David Tishgart, Director of Product Marketing ...
WebRTC has had a real tough three or four years, and so have those working with it. Only a few short years ago, the development world were excited about WebRTC and proclaiming how awesome it was. You might have played with the technology a couple of years ago, only to find the extra infrastructure requirements were painful to implement and poorly documented. This probably left a bitter taste in your mouth, especially when things went wrong.
SYS-CON Events announced today that Pulzze Systems will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Pulzze Systems, Inc. provides infrastructure products for the Internet of Things to enable any connected device and system to carry out matched operations without programming. For more information, visit http://www.pulzzesystems.com.
Without lifecycle traceability and visibility across the tool chain, stakeholders from Planning-to-Ops have limited insight and answers to who, what, when, why and how across the DevOps lifecycle. This impacts the ability to deliver high quality software at the needed velocity to drive positive business outcomes. In his general session at @DevOpsSummit at 19th Cloud Expo, Eric Robertson, General Manager at CollabNet, will discuss how customers are able to achieve a level of transparency that e...
The Quantified Economy represents the total global addressable market (TAM) for IoT that, according to a recent IDC report, will grow to an unprecedented $1.3 trillion by 2019. With this the third wave of the Internet-global proliferation of connected devices, appliances and sensors is poised to take off in 2016. In his session at @ThingsExpo, David McLauchlan, CEO and co-founder of Buddy Platform, discussed how the ability to access and analyze the massive volume of streaming data from millio...
SYS-CON Events announced today that Interface Masters Technologies, a leader in Network Visibility and Uptime Solutions, will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Interface Masters Technologies is a leading vendor in the network monitoring and high speed networking markets. Based in the heart of Silicon Valley, Interface Masters' expertise lies in Gigabit, 10 Gigabit and 40 Gigabit Eth...
Successful digital transformation requires new organizational competencies and capabilities. Research tells us that the biggest impediment to successful transformation is human; consequently, the biggest enabler is a properly skilled and empowered workforce. In the digital age, new individual and collective competencies are required. In his session at 19th Cloud Expo, Bob Newhouse, CEO and founder of Agilitiv, will draw together recent research and lessons learned from emerging and established ...
Enterprise IT has been in the era of Hybrid Cloud for some time now. But it seems most conversations about Hybrid are focused on integrating AWS, Microsoft Azure, or Google ECM into existing on-premises systems. Where is all the Private Cloud? What do technology providers need to do to make their offerings more compelling? How should enterprise IT executives and buyers define their focus, needs, and roadmap, and communicate that clearly to the providers?
As software becomes more and more complex, we, as software developers, have been splitting up our code into smaller and smaller components. This is also true for the environment in which we run our code: going from bare metal, to VMs to the modern-day Cloud Native world of containers, schedulers and microservices. While we have figured out how to run containerized applications in the cloud using schedulers, we've yet to come up with a good solution to bridge the gap between getting your conta...
One of biggest questions about Big Data is “How do we harness all that information for business use quickly and effectively?” Geographic Information Systems (GIS) or spatial technology is about more than making maps, but adding critical context and meaning to data of all types, coming from all different channels – even sensors. In his session at @ThingsExpo, William (Bill) Meehan, director of utility solutions for Esri, will take a closer look at the current state of spatial technology and ar...
SYS-CON Events announced today that Streamlyzer will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Streamlyzer is a powerful analytics for video streaming service that enables video streaming providers to monitor and analyze QoE (Quality-of-Experience) from end-user devices in real time.
You have great SaaS business app ideas. You want to turn your idea quickly into a functional and engaging proof of concept. You need to be able to modify it to meet customers' needs, and you need to deliver a complete and secure SaaS application. How could you achieve all the above and yet avoid unforeseen IT requirements that add unnecessary cost and complexity? You also want your app to be responsive in any device at any time. In his session at 19th Cloud Expo, Mark Allen, General Manager of...
DevOps theory promotes a culture of continuous improvement built on collaboration, empowerment, systems thinking, and feedback loops. But how do you collaborate effectively across the traditional silos? How can you make decisions without system-wide visibility? How can you see the whole system when it is spread across teams and locations? How do you close feedback loops across teams and activities delivering complex multi-tier, cloud, container, serverless, and/or API-based services?
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here